3 Reasons Why NOT to Use User Product Demonstrations
In April, I wrote a blog about product demonstration videos made by users called ‘The How and Why of Successful User Product Demonstrations’. Indeed, there are quite a few reasons why you would want to show user product demonstrations on your website and share them on social media. As I want to give you the whole picture, I will list some of those reasons, but I will also mention three drawbacks of user product demonstrations.
Why you should use video in your marketing mix
First, let me revisit why it is important to add video to your marketing mix. 2websdesign.com has compiled an impressive list of 2017 statistics, some of which I will mention here:
- 6 billion hours of video are watched every month.
- Video content is expected to account for 74% of all web traffic in 2017.
- 4X as many consumers would prefer to watch a video about a product than to read about it.
- 43% of consumers wanted to see more video content.
- 4 out of 5 consumers believe that demo videos are helpful.
- Online shoppers who view demo videos are 1.81x more likely to purchase than non-viewers.
- Almost 50% of internet users look for videos related to a product or service before visiting a store.
- 59. 52% of marketers believe that video marketing is effective for brand awareness, lead generation, and online engagement.
- 70% of marketers claim video produces more conversions than any other content.
As you can tell, video content is an essential way to reach customers, and demonstrations can really help your customer decide in the purchase decision.
Five reasons why you want to use user product demonstrations
User product demonstrations can be a good idea. Larry Alton lists five reasons for you:
1. A more “real” demonstration
You have been working on your product for months and so you know how to navigate it easily. When you start showing off your own product, all your movements and explanations will be premeditated, scripted, and rehearsed. Your actions will not mimic those of a user seeing your product for the first time.
Putting your product in the hands of real users will result in a “real” demonstration of the product. Your demonstration video is not necessarily about the product itself; it is about the experience of using the product.
2. Illumination of non-intuitive features
No matter how well-designed your product is, there will probably be some non-intuitive features in the finished product. Putting your product in the hands of a real user will lead them to explore these non-intuitive features in a real environment, showcasing them to users who are unfamiliar with them. You may even receive information with which you can improve the product.
3. More trust and conversions
People tend to trust other people like them far more than they trust entrepreneurs and marketers. Any kind of video testimonial, review, or demonstration from another user is going to make other customers on your site trust you more. Anyone can claim that their product is the best on the market, but it is far more believable when an actual customer makes the same claim.
4. Less work
User-generated content (UGC) allows you to obtain more content from your users rather than producing it all yourself. That means that if you encourage your existing customers to make their own videos, you will spare yourself the effort of creating those videos yourself.
5. Social credibility and sharing potential
You will probably earn some social credibility if you use product demonstrators who have their own followings and influential circles. Anyone who sees and knows the user giving the demonstration is more likely to engage with the video, and may even share it with their friends and followers, greatly increasing the reach of each video you produce this way. It is especially useful to get the help of social influencers in your specific niche.
Three reasons why you do NOT want to use user product demonstrations
Those are five good reasons to show user product demonstrations on your website. However, these videos do come with three drawbacks that you need to keep in mind, as Alton describes:
1. Less predictability
First-time user experiences are unpredictable, especially if your product is new. You will run the risk of a reviewer discovering a problem or not knowing what to do next.
2. Less thoroughness
It is unlikely that a natural reviewer will be able to explore as many details of your product as you will. This keeps the video concise, but at the same time, the reviewer may overlook key details that make your product unique. Giving your user reviewers some pointers before shooting the video can help, but it can also make your video feel more scripted and less effective.
3. Loss of brand voice
Finally, the average reviewer will not speak to your audience using your signature brand voice. This can compromise the overall brand experience, which is a helpful tool in pitching the product.
I think a combination of your own demonstrations and those of customers is the best.
Landing Page Optimization
Another interesting statistic that I found in 2webdesign.com’s list is that including video in a landing page of a website can increase conversion by 80%. Last week, I wrote a blog about ‘How to Beat the Dramatic State of Landing Page Optimization.’ So, video content may add to the solution to that problem. I invite you to read that blog too.
Thanks for reading my blog and please do not forget to share!